Câu hỏi bài tập marketing management

CÂU HỎI BÀI TẬP MARKETING MANAGEMENT
1. Explain the following:
(a) Production concept
(b) Product line
(c) Augmented product
(d) Social marketing concept.
2. Explain various concepts of marketing with suitable examples.
3. Explain market segmentation with suitable examples.
4. “PLC as a tool for marketing strategy" justify.
5. Explain “direct marketing" and its applicability with examples.

CONTENT
I. INTRODUCTION.

Today, marketing is a recognizable component in the success of businesses, a
foundation of modern management. If customers are satisfied, businesses will fail in
business compared to their competitors. Without the ability to satisfy customers,
businesses will fail to attract new business projects. We will analyze to clarify some
issues related to marketing management through the contents of 5 questions above.
II. BODY
1. Explain the following:

1.1 Production concept:

Product concept is a proposal to consumers, who would prefer a product with better
quality, high performance and outstanding features to a normal product. This concept is
clarified more when applied in some cases as electronic products and mobile handsets. It
can be identified more clearly on the dynamics of the product to launch the best qualities
for customers' satisfaction.

According to viewpoint of marketing management, production concept is a

recombinant of goods produced regardless of choices or tastes of customers. It is one of
the first marketing concepts, in which, the recombinant of goods is produced only on the
belief that businesses will be able to sell because consumers need them. However, today,
with the advancement of science and technology, industrialization is constantly
developing and more and more businesses are participating in the market; the available
space to sell products becomes cramped because there are too many companies sell the
same product. Therefore, marketers must think about the quality of products and other
things as well as the value and customers' satisfaction.

1.2 Product line

Marketing experts are always eager to expand their product line. When they have a
successful brand, they are compelled to create innovative products to meet the needs or
tastes of neighboring segments. The strength of brand helps reduce the risk of expanding
product line (despite the risk of reducing the value of this brand). In general, marketing
experts expand their products horizontally or vertically. Horizontal expansion is to attract
different tastes of customers, such as Coca Co., Ltd has released die Coke, diet Coke with
lemon flavor. Vertical expansion is to provide a product affordable for all subjects or to
serve different levels of demands, e.g. Microsoft Office version for family use and
Microsoft Office version for professional use.

Some companies expand their products both horizontally and vertically. In most
cases, this expansion is based on the development of innovative products. The vertical
and horizontal in-favor expansion of product lines is the product platform. Black &
Decker also applied innovative approaches for product platform from the early 1970s.
Based on the platform, which are power tools, controllers and electric motor, Black &
Decker released many civil electric appliances such as electric drill, polisher, saw, grinder
and other tools. Thanks to this common platform and cost advantage, Black & Decker has
dominated on many markets specialized in civil electric devices. Simultaneously, the

company has also reduced its operational complexity. Instead of manufacturing and
warehousing engines, components and separate switches for each product, the company
can use a separate assembly program and a set of common components. Costs have been
reduced significantly thanks to the number of big orders. This helps the company
undervalue compared with competitors from Asia and increase demands for product lines
of Black & Decker.

When marketers discover a market segment which is unexploited and potential for
business in the future, they will work with product development professionals to quickly
create a product with ability to attract customers on this market segment. In both cases
above, the basic platforms are the same, only the external appearances of the products are
different.

1.3 Augmented product:

In the book "Principles of the market", Philip Kotler devised a very interesting
concept to develop benefits for products. Kotler suggested that if you considered a
product on three levels, it would help you extract all the benefits that your product
offered. This strategy has several different names, including Total Product Concepts,
Augmented Product and Three Levels of A Product.

- Level 1: Core product - The most basic benefit that products give users

Level 1 is the most basic level and simply looks at what people set out to buy and
which benefits of products that manufacturers desire to provide buyers. For example, a
camera can take photos but it may have other benefit(s) that manufacturers would like
buyers to enjoy such as a wide lens, face detection function and high definition video. So,
before designing, any product designers should list the core benefits needing to be
provided of the product.

- Level 2: Actual product – more features, buying features

Level 2 is a list of the core product benefits in a product that people will buy.
Products manufactured by other competitors may offer similar benefits, so, at this stage,
the objective is to design a product that will convince people to buy your product. Kotler
said that this might be related to decision of the levels of quality, product and service
features, style, branding and packaging. For example, Apple's Iphone design has allowed
it to become a market leader for smartphones and by September, 2012, it was possible to
launch Iphone 5, the 5th edition of this product. There are many kinds of smartphones on
the market, but Apple has managed to design a product that makes people pre-order and
camp overnight outside Apple's retail stores so that they can be the first buyer of this
product.

- Level 3: Augment product – Augmented value as warranty, delivery more than what
customers expect.

Level 3 is related to decision of augmented intangible benefits that a product can
provide. Competition at this level is based on after-sales service, assistance and manual,
product-line upgrading, warranty, free delivery and so on. In other words, it is something
that product does not offer but customers may find it useful. Intangible benefit such as
warranty helps customers have peace of mind and prove that manufacturers have
confidence in the quality of their products.

1.4 Social marketing concept:

Social Marketing was launched in the 1970s. At that time, Philip Kotler and
Gerald Zaltman defined "Social Marketing" as “Different from other areas of marketing
only for objects of marketers and their organizations". Social Marketing impacts social
behaviors and is unprofitable for marketers but profitable for target customers and for the
society in general”.

Like Commercial Marketing, the first objective of Social Marketing is customers.
Marketing aims to the community but not for the purpose of selling products. The
objective to focus on customers is expressed through the familiar P elements of mix

marketing: Product, Price, Place and Promotion... However, to have an effective social
marketing program, according to a new trend, it should have new "P":
- Public: The public here refers to both groups inside and outside the program. External
participants are regarded as target customers, organizations meanwhile internal members
are attendants supporting or carrying out the program.
- Parnership: Social problems are often very complex and need a lot of groups or
organizations to be involved. Thus, many different organizations should combine
together to create highly effective work.
- Policy: Social marketing programs can motivate individuals in the community to change
attitudes, but it is difficult to maintain that attitude if their habitats change. Therefore, the
policy change is necessary to better suit the external environmental changes.
- Purse: Most social marketing programs are often sponsored by corporations, subsidies
of the government or charities. This is also an issue needing paying attention to for the
implementing units to have enough money for the program.

2. Explain various concepts of marketing with suitable examples.
2.1 Basic marketing concepts

The concept of market is all potential customers, who share common demands and
desires, those who are affordable and willing to buy products, are considered as a market.

The concept of marketing is to put right products into right places, with reasonable
prices and at the right time. Simply, you just need to create a product that a group of
people desire, put it in some places that are visited regularly by a group of people, set its
price to be consistent with its value and make customers feel they can identify it.

2.2 Selling concepts

The selling concept essentially mirrors the thought that consumers will not
purchase enough of the company’s products unless large-scale promotional and selling
efforts are carried out by it. The focus here is more on selling the products of the
company to consumers without comprehending the market needs and increasing sales
transactions rather than building and enhancing relationships with customers.

2.3 Marketing Concept Vs. Selling Concept

According to Prof. Theodore Levitt ‘The difference between selling and marketing is more than

semantic. A truly marketing minded firm tries to create value satisfying goods and services which the consumers
will want to buy. What is offers for sale is determined not by the seller but by the buyers. The seller takes his cues
from the buyer and the product becomes the consequence of the marketing effort, not vice versa. Selling merely
concerns itself with the tricks and techniques of getting the customers to exchange their cash for the company’s
products, it does not bother about the value satisfaction that the exchange is all about. On the contrary, marketing
views the en¬tire business as consisting of a tightly integrated effort to discover, create, arouse ad satisfy customer
needs’.

SELLING MARKETING
1. Emphasis is on the product
2. Company Manufactures the product first 1. Emphasis on consumer needs wants
2. Company first determines customers needs and
3. Management is sales volume oriented wants and then decides out how to deliver a product to
4. Planning is short-run-oriented in terms of today’s satisfy these wants
products and markets 3. Management is profit oriented
5. Stresses needs of seller 4. Planning is long-run-oriented in today’s products
6. Views business as a good producing process and terms of new products, tomorrow’s markets and

future growth
7. Emphasis on staying with existing technology and 5. Stresses needs and wants of buyers
reducing costs 6. Views business as consumer producing process
sat¬isfying process
7. Emphasis on innovation on every existing
technol¬ogy and reducing every sphere, on providing

8. Different departments work as in a highly separate better costs value to the customer by adopting a
water tight compartments superior technology
8. All departments of the business integrated manner,
9. Cost determines Price the sole purpose being generation of consumer
10. Selling views customer as a last link in business satisfaction
9. Consumer determine price, price determines cost
2.4 Target marketing 10. Marketing views the customer last link in business
as the very purpose of the business

Target marketing is sometimes also known as proper marketing, which is the art of
marketing with a desired target market. So, target marketing is primarily related to two
steps as follows:

2.4.1 Decision on market segmentation of businesses as well as decision on target
customers that businesses gain.

Decision on target segment of businesses is an important step of target marketing,
the first time to decide which will be the target market of businesses. Only through
segmentation, we will come to know which segment will be the most profitable for us.

Segments can be done on the basis of:

+ Geographical segmentation

+ Behavioral segmentation

+ Psychological segmentation

+ Demographic segmentation

A company can aim at a target or a combination of the above segments. Thus, a
segment can have both as geographic segmentation and behavioral segmentation. Once

an enterprise realizes a segment that they are targeting, marketing mix of the enterprise
may be decided accordingly to target marketing.

- Customer profile

Customer profile is a description of a customer or a set of customer's data,
including characteristics of demography, geography and psychology as well as
purchasing pattern, credit and buying habits.

Profile also uses specific information to make configurations as exact as
possible. All data can be anonymous, then used to give businesses clear images of
customers to identify who they are and how important their behaviors may be in the
future. The data can be incorporated into the configurations, including: age, gender,
address, incomes, financial behavior, debts and financial stress level.

After a profile has been developed, you can aim at potential customers who
are consistent with this profile to define and improve investments of your business.
The unique combination of consumer groups with knowledge of businesses about
the market and local economy means that businesses can determine the best data
sources and methodologies to develop profiles of target customers and markets truly

innovatively and accurately.

Profile can help you:

+ Manage database of your customers

+ Develop strong relationship with customers

+ Manage your credit portfolio and level of credit risk

+ Create more successful marketing campaigns

+ Gain the highest profits from potential customers

2.4.2 Designing the marketing mix of businesses with such appropriate products, prices,
promotions and places that the target markets of businesses can adopt quickly.

- Marketing Mix – 4 P:

Once a target market has been identified, it is followed by marketing mix
decisions. Marketing mix and the 4 Ps of marketing are often used as synonyms for each
other. "Marketing mix" is a general term used to describe different kinds of choices that
organizations have to implement the entire process of launching a product or service to
market. The 4Ps is probably known most and first expressed in 1960 by EJ McCarthy.

- 4Ps: Product / Service; Place; Price; Promotion

- Use of 4P model - Marketing Mix

The marketing-mix model can be used to help you decide how to get a new offer

to the market. It can also be used to test your current marketing strategy. Once you have a
clear marketing mix, try to "test" the overall supply from customers' perspective by
questioning customers with focused questionaire:

+ Does it meet their demands? (Product)

+ Will they find it at the place they do shopping? (Place)

+ Will they consider its favorable price? (Price)

+ And will marketing communications approach them? (Promotion)

Continue to ask questions and change your combinations until you are satisfied
that you have optimized your marketing mix with available information, data and figures
that you gather. Review your marketing mix regularly as a number of factors will need to
be changed when the product or service and the market develop, mature and adapt in a
constantly changing competitive environment.

Conclusion: Marketing mix will help you determine marketing factors for the success of
the market that you supply. One of the most popular models is 4Ps model, which helps
you determine your marketing options for product, place, price and promotion. Using the
model when you are planning a new venture, or an evaluation for current proposal is to
maximize impact on your target market.

3. Explain market segmentation with suitable examples.

The concept of market segmentation means dividing a large heterogeneous market
into smaller and more homogeneous segments. Separate marketing programs, frequently
with a separate product, is developed to meet demand(s) of each segment.

However, this approach also has limitations. On one hand, research costs increase
due to investigation of many segments. Production costs increase due to shorter
production cycle and an economical effectiveness thanks to large-scale production does
not exist. Finally, sales of a segment can "sacrifice" for other segment. For the market
segmentation to be effective, marketers need to figure out a feature of similarities, in
which, preferences of customers form specific groups.

Innovative approaches for market segmentation offer marketers real opportunities.
The method most commonly used to subdivide the market is to segment according to
population or socio-economy. Demographic factors include age, gender, family size,
marital status, race, religion and place of living. Socio-economic characteristics include
income, occupation and education. These factors are useful in describing market
segmentation because they are easy to quantify and proven as indicators of demand,
desire, preference and use of products of customers. For example, William - Sonoma
Company understands that 15 % of customers of types of cookware is men and bought a
list of customers' addresses from men's magazines such as Gentlement’s Quarterly to
increase sales according to catalogs.

These geographic differences are widely used in market segmentation. Marketers
use nation, state, region, county, city and rural area as a basis for market segmentation.

For example, residents in New England use average 23 liters of ice cream per year, more
than consumers in any given area. Many companies itemize some countries into
segments; however, this approach is not always suitable due to many political and
cultural differences among countries. Countries in the Middle East, including Iran, Iraq,
Saudi Arabia, Kuwait, Egypt, Syria, Israel and Lebanon are completely different from
each other though these countries seem similar in the viewpoint of the outside world.

Behavioral factors may give marketers deeper analysis of dynamics of consumers
in a particular market segment. Thus, these behavioral factors may be more powerful

means for market segmentation than simulation factors. For example, the objective of the
campaign "Discovery of today's motorcycle riding" of motorcycle manufacturers such as
Honda, Yamaha, Suzuki and Kawasaki is to put "the image of a motorcycle- riding
mother" out of range of cycling and an ideal for women's movement. As a result, the
proportion of women buying motorcycles has increased from 7.5% to 10%.

Market segmentation under product use contains distinguishing those who use
many products with those who do not use many products. When analyzing the rate of use,
marketers often realize "Principles of 80-20", i.e. 20% of the market obtains 80% of
sales, which leads to the importance of a small group of customers for the prosperity of
many companies.

A market segmentation approach which is increasingly popular and strongly
developing is under-benefit market segmentation. This approach focuses on important
benefits that consumers are seeking. This means that consumers do not expect that a
product would provide many benefits at once, instead, they look for an outstanding
benefit. For example, buyers of Levi's jeans seek for "durability". A knowledgeable
marketing expert has emphasized “Consumers do not buy ¾ inch drills, they buy ¾ inch
holes”.

Recently, marketers have been realizing personalities in a different aspect and
found a promising method which is called market segmentation under lifestyle or

psychology. Dividing the market into segments based on how consumers live is
expressed through their values, attitudes and preferences.
4. “PLC as a tool for marketing strategy" justify.

Product lifecycle is a period of product's existence on the market, in which, shows
stages that the product go through from introduction, growth, maturity and decline. A
typical lifecycle of product is indicated by the curvature of S (an ideal lifecycle of

product). However, each product has a different lifecycle.

Stages of product's lifecycle: Introduction, Growth, Maturity and Decline.

4.1 Introduction:
This stage begins when a new product is launched on the market at the first time.

The introduction takes an amount of time, so the volume of goods sold rises slowly that
leads sales growth to be slow. During this stage, interest rate may be negative or very low

because of low sales and high distribution and advertising costs. In this case, Marketing
Mix is usually:

+ Product: Pay attention to editing techniques and product commerce; enhance the quality
control.

+ Price: Skimming price on the market for unique products unmatched on the market.
Market-penetration price for popular products

Regional price: different between places

Temporarily lowered price

+ Distribition: limited distribution, exclusive or selective, high surcharges.

+ Promotion: to promote to create understanding of a product and its benefits; prioritize
to aim at pioneers and consumption encouragemers. Means of promotion are individual
sales or catalog templates.

4.2 Growth:

If a new product meets expectations of the market, sales will start increasing rapidly.
New competitors will enter the market to find opportunities for production and high
profits. In this case, Marketing Mix is usually:

+ Product: mass production, diversification, strengthening technical innovation, adding
new features; standardizing products to easily extend selling.

+ Price: Price downtrend in order to expand the market; using large price scale according
to different market prices.

+ Distribition: distribute for strong and wide expansion. Large inventory reserves and
rapid resupply sources

+ Promotion: create the most preferrence of the majority of customers by strongly using
mass media.

4.3 Maturity:

During this stage, the volume of goods sold slows down because the product has been
accepted by most potential customers. In this case, Marketing Mix is:

+ Product: diversify the product to meet the deeper market segmentation by diversifying
the brand and style.

+ Price: There is strong competition on price, there is a very high cross-elasticity. So, it
tends to have implicit or overt agreement among these sellers against other sellers or
buyers

+ Distribition: Still expanded and strong

+ Promotion: strengthen loyalty by using mass media or enhancing persuasion,
promotion, advertising to aim at distinguishing markets.

4.4 Decline:

During this stage, sales volume reduces; risk of inventory increases rapidly. It is due to
advances in technology, changes in customers; preferences and increasing competition. In
this case, Marketing Mix is:

+ Product: reduce ineffective items

+ Price: Reduce, sometimes increase price because costs increase due to lower production
volume

+ Distribition: highly select and specialize (implementing the Rule 20/80)

+ Promotion: Reduce costs to the least

4.5 New stages of product development:

The beginning and development of ideas for new products: Nowadays, with the
rapid advance in production technology, increasingly - high consumers' desires and the
fierce competition of rivals, a business cannot rely on its existing products that they
always have new, more complete products. So, every business must have department of
research and development for its own.

- Offering new ideas: Ideas for new products are as much as possible. Ideas can come
from customers, from competition observation or from exhibition, from opinions of the
staff in the business, such as a business employee of 3M Company found out that users of

their sandpaper were in trouble because of dust in the workplace; and then, he raised the
idea of wet sandpaper to not create dust. Currently, wet sandpaper is the role product of
3M Company. Besides, offering new ideas can apply brainstorming method proposed by
Osborn.

- Selection and evaluation of new ideas: Marketers often establish a formal method to
select ideas called "key aspects". There are only 4 aspects: goods (features, the ability to
sell), company (technology, manufacturing, market), environment (competition,
suppliers, government) and joint venture (support, investment, strategy)

- Development and test of new ideas: Imparting an idea into words for customers to
understand is necessary. Tasks of marketers are to develop ideas into concepts and to
assess the attractiveness of each concept to customers to choose a product that meet
consumers' demands most. The product concepts describe design, color, size, flavor,
using features and price. Then, testing these concepts in appropriate groups of consumers,
who the company is looking towards by questions as whether they clearly understand the
product concepts, whether this product meets their demands or not, or according to you,
what characteristics should be improved

- Business analysis: The next step of the process is to estimate costs, profits, interests on
investment (ROI) and cash flow if the product is launched into the market. Results of this
analysis are important because every idea must satisfy the manufacturing of new products

to meet demands, desires of consumers; furthermore, it must bring profits to the company
manufacturing and selling this product.

- Product development: The concept of product through analysis satisfying objectives of
the business will be transferred to the Department of Research and Development to be
developed into a material product. The product will be developed into one or many
material templates of the product concepts, which are then tested for features and tested

by customers to consider technical levels of the product.

- Testing Marketing: Marketing experts try to measure responses of potential customers
on a real product. They observe expression of the product in selected markets and assess
the likelihood of success in larger markets. The company grasps attitude of distributors
and competitors. A tested market often provides information to improve marketing
strategies. In a tested market, the company is responsible for advertising, valuation and
distribution.

- Selling to the market: When a new product has been successfully tested, it is ready to be
launched into the market, or produced and distributed with the maximum scale on the
target market. The distribution of new product to the market under roll-style, from
geographical area to other geographical area can help companies reduce large costs of the
stage of new product launch and create opportunities for adjusting marketing program.

5. Explain “direct marketing" and its applicability with examples.
The concept of Direct Marketing was created in the 90s of last century and has

been commonly used by entrepreneurs in business to establish, maintain and develop
relationships with customers through a variety of means such as letter attached to
brochure or catalog, phone, fax; referral and direct sales through the media (television,
radio and the Internet) .

According to the Direct Marketing Association, Direct Marketing is a marketing
communication system frequently operating with the interaction of a number of media to

create positive reactions of exchange or transaction (measurable) from customers that are
less limited by space and time. The most basic difference between Direct Marketing and
Traditional Marketing is the interaction and exchange of information between buyers and
sellers. Hence, enterprises are easy to evaluate the effectiveness of their communications.

Direct Marketing is expressed through many specific communication activities making
efforts towards customers such as direct mail to introduce products and the enterprise,
order mail enclosed list of products which can be ordered for customers to choose.
Objectives which every direct marketing program aims at are direct and positive
responses of customers to the program. Direct Marketing brings many benefits for both
customers and businesses.

5.1 For customers: It help save time for purchase; through catalogs, customers may
know many new items to choose, which is quite consistent with new lifestyle, overcomes
barriers of space and help choose the most satisfactory products. Industrial customers
also have many advantages. They may be more understanding of products and services
without spending time meeting salespeople.

5.2 For enterprises: It help seek real orders for each item, get more information about
customers in the most quickly manner, aim at proper target(s) with high communication
efficiency and low costs. It ensures privacy and the ability to "hide" strategies from
competitors (with the traditional forms of marketing, competitors will easily access media
programs of enterprises, meanwhile, through Direct Marketing, competitors seem to be
"tricked" because only target customers receive information).

5.3 Advantages of Direct Marketing:

- Able to choose better potential customers.
- To build continuous relationship with each customer.

- Able to come up with potential customers at the right time and be more receptive.

- Able to assess the effectiveness thanks to the ability to measure responses of target
customers, thereby helping businesses evaluate the effectiveness of each direct
marketing program. Enterprises develop appropriate policies to apply for each

group of customers, each product category as well as each regional market.

- Through Direct Marketing, it is able to test changes in advertising, heading, price
and benefits …

- To help use resources most effectively, especially suitable for enterprises desiring
to narrow structure, small and medium-sized businesses or enterprises aiming to
strategies for discrete market segmentation with specific demands of each
customer group.

- Competitors cannot know strategies that companiesare dedicated to their
customers.

5.4 Disadvantages of Direct Marketing:

- Requiring initial investment for the construction of databases, material conditions.
- Requiring trained human resources with professional qualifications to meet

requirements.

- A further issue is that not in any condition, Direct Marketing will be accepted by
customers. In the case that the market includes most consumers with daily
purchase behavior at markets and just believing in their own experience after
consuming products, Direct Marketing cannot promote its effectiveness in the
early stage, they need some time for customers to adapt, get acquainted.

5.5 Data on Direct Marketing applications

Direct Marketing has developed rapidly and become a key marketing tool in many
industrialized countries. It has been predicted that, in future, Direct Marketing will

replace forms of Traditional Marketing and become one of the main marketing tools
because it is the integration of 3 forms: Advertising, sales promotion and direct sales
without intermediaries. Industries predicted to continue spending much on Direct
Marketing are transport, industrial services, communications, customer service, direct
sales, technological products, banking and retailing services ...Typical Direct Marketing
activities in the order of being used much are Internet Marketing, Advertising and Sales
through Television, Radio, Postal Marketing and so on…

In the U.S., Direct-mail Marketing has gained tens of billions of dollars in sales. In
1991, there was over 45% of Americans "have ever bought something" through direct
mail and as reported by the Direct Marketing Association, sales from Direct Marketing in
the United States in 2006 increased by 6% compared to 2005, reaching $ 6.5 billion. In
2007, sales from Direct Marketing increased by 7.4%, reaching $ 7 billion, while the
average increase in sales from marketing and advertising activities only reached 3.9% in
general.

Conclusion: Direct Marketing is an inevitable development trend of marketing in the age
of development of electronics and information technology as today.

III. CONCLUSION
In brief, marketing research helps managers not only make strategic or tactical

marketing decisions but also identify or solve a specific marketing issue, such as
understanding consumers' attitudes towards a certain type of brand, or their reactions to
an advertising program, their behaviors before price adjustment of businesses. Marketing
research is commonly applied in the following fields:

- Market Research: To identify issues: characteristics of the market, market-share
analysis, forecasting commercial potential of the market; market distribution under

territory, impact of these factors on direction of market volatility and so on.

- Customer Research: In view of Marketing, customers create market. So, in addition to
the geographical research of the market, marketing research also focuses on finding out
types of customers with their views, tastes, attitudes and reactions as well as reviews how
their processes of decision on purchase occur to discover real hidden reasons to motivate
buyers to purchase products.
- Product Research: Product Research includes study usages, habits and preferences of
consumers to help design, product improvement and understand differences or
advantages over competitive products, product development direction and so on
- Distribution Research: Focusing on learning and analyzing the current distribution
system on the market, structure of distribution channels, intermediate types and methods
of product distribution.
– Research on costs and product prices: Analyzing factors affecting the formation of
costs of production and product distribution, cost structure and product price, factors
affecting valuation and price adjustment and so on
- Research on advertising and sales activities: Analyzing the achievement of objectives
set out of advertising programs, analysis of the impact of advertising on awareness,
thoughts, feelings and attitudes of customers, using effectiveness of promotional means
for businesses and their products. The research on sales aims at evaluate the comparison
between actual sales volume and plan; sales analysis through products, territories and
market segments.
- Competition Research: Learning objectives, strategies, activities of competitors in
order to create a competitive advantage as strong as possible in the specific conditions of
the enterprises' resources.
- Research and forecasting trend in changes and development: Comprehensively
evaluating impacts of political, economic, social factors on customers and effectiveness
of business activities of enterprises.